How professional styling can maximise your property sale price

How professional styling can maximise your property sale price

Leading real estate agency LJ Hooker recently surveyed its top 50 agents on what they believed vendors could do to achieve the highest possible price when selling a residential property. The unanimous answer: “Professional property styling/home staging”.

Even in the hottest of hot property markets, how effectively you present a residential property for sale can impact both the selling price and how quickly the property sells. A home that presents beautifully, both in marketing photos on the internet and when buyers arrive for the first open inspection, will inevitably attract maximum buyer interest, a higher selling price and a speedy sale.

According to the survey results, almost all of the top 50 agents strongly believed that styling increased the sale price, while 92 percent believed it influenced a faster sale, and 88 per cent believed it led to more offers via private treaty and more bidders on auction day.

While there are a burgeoning number of property styling companies touting their services in Australia, a true professional will not just make a house or apartment presentable for sale, they will do their research and stage the property to appeal to the appropriate target market and attract the right calibre of buyer.

Juliana Gowen, of Urban Chic Property Styling, is just such a professional, with 25 years in the real estate industry as a successful Sydney agent prior to acquiring a Diploma in Interior Styling at the International School of Colour and Design. Juliana founded Urban Chic and has been operating successfully in the Sydney and Wollongong markets for the past seven years, working with developers, property investors and homeowners.

“I realised that the advice I was giving vendors as a real estate agent on how to style their home for sale was having a real impact,” says Juliana, “so I decided to offer property styling as a dedicated service. We started out with a small garage for storage and now have a huge warehouse, our own transport services and a team of qualified interior stylists.”

Juliana approaches the styling of each property as an individual case. “We look at the best style to suit the property and appeal most to the target market, be it families, downsizers or professional couples. Our large range of furniture stock allows us to create a seamless style for any home – from Retro to Hamptons, Classic to Contemporary. With every property, we aim to maximise the sense of space, create a look and feel that sets it above competing properties and present a highly desirable lifestyle to the target market.”

Urban Chic has achieved some stunning results for its clients. “The most exceptional result,” recalls Juliana, “was a home in Strathfield that sold one million dollars over the reserve at auction.”

With years of experience in real estate sales and marketing, Juliana understands that with empty rooms, it’s very difficult for buyers to try and imagine how the space works. “Rooms look substantially bigger when they’re furnished with pieces in the right proportions,” says Juliana, “while the colour and décor adds to the emotional appeal.”

A case in point was a two-bedroom apartment in an iconic building in Cronulla that was only in fair condition and was empty. “With older properties, staging can also disguise a lot of defects and allow prospective purchasers to see the potential,” says Juliana. “With this particular property, we used large mirrors to cover old wallpaper and reflect ocean views, placed large rugs over the original carpet and furnished it in a bright coastal style. The owner was amazed at the transformation, and even more amazed when it sold for a record price for the block!”

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